2010 Call to Entry Campaign
Each year only a select handful of talented youngsters join the ranks of the Young Lions. So we touted the exclusivity of this esteemed prize by creating an equally exclusive society known as the Lionati.
Case Study Video
Call to Entry Mailer
500 hand made letters were sent out to some of the most promising young creatives requesting their entry into the competition. They were each sealed with wax and included a single match to dispose of after reading.
An unpresuming alleyway that was revealed to be the secret den of the Lionati. Once inside young creatives could register for the competition, see past winners' work, and explore the Hall of Elders.
If you knew someone you thought was talented enough to enter the competition you could have advertising's elite, and the founding fathers of the Lionati, give them a call and challenge them to enter.